MKT2012 : Consumer Behaviour (Inactive)

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


1. To understand the consumer decision-making process.
2. To apply the theories and principles of consumer behaviour to real world examples including International case studies

Original Summary:
This module takes an in-depth look at how consumers behave, focusing on a number of different psychological and behavioural perspectives. The theory is fully supported by up-to date and relevant real world examples and case studies. Students will also learn how to critically review academic literature as part of this module.

Outline Of Syllabus

1. Evolution of the Consumer Behaviour Discipline
2. Self – the role of self in consumption
3. Motivation, values and lifestyle
4. Learning, memory and consumer attitude formation
5. Individual and household decision making
6. Group influence and opinion leadership
7. Culture, subcultures and consumer behaviour
8. Cultural change process and new consumers

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion144:0044:00N/A
Scheduled Learning And Teaching ActivitiesLecture301:0030:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00N/A
Guided Independent StudyIndependent study1120:00120:00N/A
Teaching Rationale And Relationship

Formal lectures provide a framework for introducing the theory and empirical evidence relating to consumer behaviour. Lectures will be supplemented by tutorials dealing with specific cases.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination902A50N/A
Other Assessment
Description Semester When Set Percentage Comment
Case study1M50N/A
Assessment Rationale And Relationship

The review of a core paper in consumer behaviour (coursework 1) provides students with the opportunity to develop their critical writing and information analysis skills through the reviewing of current academic consumer behaviour research.

The unseen exam provides the appropriate assessment format to examine students understanding of the theory of Consumer Behaviour, as covered in the syllabus. Students will be required to illustrate their understanding of the theory in their exam answers with appropriate real life and commercial examples.

Reading Lists